BBA Semester IV - Marketing Research
Unlock Insights, Drive Success – Master the Art of Marketing Research
Updated on Jun, 2025
Language - English
Lectures -39
Quizzes -1
Duration -4.5 hours
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Course Description
UNIT—I: MARKETING RESEARCH - Nature and scope of Marketing Research—Role of Marketing Research in Decision Making; The Research Process—Steps in the Research Process; Designing a Research Proposal.
UNIT—II: SOURCES OF DATA: Sources of Data, Primary Data and Secondary Data, Survey Method of Data collection, Observation Method—Types of observation, Interview, Depth Interview, Focus group Interview, Questionnaire, Method, Steps in the design of a questionnaire
UNIT—III: SECONDARY METHOD OF DATA COLLECTION—Advantages & Disadvantages of Secondary Data—Criteria for evaluating secondary Sources Secondary Sources of Data in Indian Context,
UNIT—IV: MEASUREMENT AND SCALING - Concept of Measurement and scaling — Types of Scales—Nominal, Ordinal, Interval and Ratio Scales—Attitude Scales Thurston, Likert, Semantic differential Scales, Reliability and Validity ofa scale.
UNIT—V: SAMPLING—Samp1ing Techniques—Data Analysis: Z Test (Mean, diff. of Mean, diff. of proportion) t-Test (Mean), Paired t-Test, Chi Square Test—Introduction to Theoretical Concept of ANOVA.
Goals
- Apply a range of Quantitative and/or Qualitative Research Techniques to business and Management problems / issues
- Necessary critical thinking skills in order to evaluate different Research Approaches utilized in the service industries
- Identify the overall Process of designing a Research study from its inception to its Report.
- Define the Meaning of a variable, and to be able to identify independent, dependent, and mediating variables.
- Acquire familiarization with good practices in conducting a Qualitative Interview and observation
Curriculum
Check out the detailed breakdown of what’s inside the course
MARKETING RESEARCH
5 Lectures
-
Basic and Applied Research
09:46
09:46
-
Market Research Process Part 1
09:15
09:15
-
Market Research Process Part 2
07:06
07:06
-
Market Research Process Part 3
08:02
08:02
-
Market Research Process Part 4
04:56
04:56
SOURCES OF DATA
6 Lectures
SECONDARY METHOD OF DATA COLLECTION
6 Lectures
MEASUREMENT AND SCALING
4 Lectures
SAMPLING
17 Lectures
Skill Test
1 Lectures
Instructor Details
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